This might come as a shocker to the milkman or cows, but Coca-Cola are to launch a range of fizzy milk drinks.
Trials of the new product - Vio - started last month in New York where it is being marketed as a refreshment drink, and comes in four "natural" flavours - peach mango, berry, citrus and tropical colada.
It sells for about 1.50-pound a bottle, no chilling required.
The drink contains skimmed milk mixed with sparking water, flavoured with fruit and sweetened with cane sugar, reports The Times.
It was developed by scientists at the firm's laboratories in Atlanta, Georgia.
One of Coke's copywriters claims it tastes "like a birthday party for a polar bear".
A flavour tester for BevNET.com, a drink industry research site, who tasted the citrus version, said: "It's big on milk flavour and, as a result, has a somewhat creamy body. It didn't seem sweet until you consumed almost a whole bottle."
David Cotton, vice-chairman of the Royal Association of British Dairy Farmers, said: "Anything that helps to sell milk is great. If Coca-Cola want to market fizzy milk and give us the odd shilling, we would be very happy."